Do Celebrities Influence Our Vacation Destinations?

batterjob32 (cc)

batterjob32 (cc)

During the winter doldrums, it’s easy to find yourself daydreaming about where you’d like to escape for vacation. But as you start collecting brochures and flyers from your travel agent, ask yourself: do the celebrities endorsing your paradise have anything to do with your decision? Robert van der Veen and Haiyan Song explore this concept in their article “Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit,” published in the March edition of the Journal of Travel Research.

The abstract:

The purpose of this study is to empirically assess the mediating effects of the impact of the perceived JTR_72ppiRGB_powerpointimage of celebrity endorsers on tourists’ intentions to visit, using celebrity-endorsed print advertisements for travel destinations. The results indicate that celebrity endorsers have a significant impact on people’s attitudes and visit intentions, thus verifying the mediating effects of this variable. The study also provides clues to what extent celebrity-endorsed advertisements differ from nonendorsed advertisements and explores such differences in terms of destination match-up between native and nonnative celebrity-endorsed advertisements.
This entry was posted in Customer Engagement, Decision making, Entertainment, Entrepreneurship, Marketing, Media, Motivation, Psychology, Publishing, Social Marketing, Strategy, Tourism, Travel and tagged , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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